Enlisting Madison Avenue: the marketing approach to earning popular support in theaters of operation
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Santa Monica, Calif.
RAND
2007
|
| Schlagwörter: | |
| Abstract: | Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts. |
| Beschreibung: | Includes bibliographical references |
| Umfang: | XXVII, 211 S. graph. Darst. |
| ISBN: | 9780833041562 |
Internformat
MARC
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| 020 | |a 9780833041562 |9 978-0-8330-4156-2 | ||
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| 050 | 0 | |a U27 | |
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| 100 | 1 | |a Helmus, Todd C. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Enlisting Madison Avenue |b the marketing approach to earning popular support in theaters of operation |c Todd C. Helmus ; Christopher Paul ; Russell W. Glenn |
| 246 | 1 | 3 | |a Madison Avenue |
| 264 | 1 | |a Santa Monica, Calif. |b RAND |c 2007 | |
| 300 | |a XXVII, 211 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references | ||
| 520 | 3 | |a Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts. | |
| 650 | 7 | |a POLITICAL SCIENCE / International Relations / General |2 bisacsh | |
| 650 | 7 | |a POLITICAL SCIENCE / Political Freedom & Security / International Security |2 bisacsh | |
| 650 | 4 | |a Military art and science | |
| 650 | 4 | |a War |x Protection of civilians | |
| 650 | 0 | 7 | |a Kriegführung |0 (DE-588)4073817-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Psychologische Kriegführung |0 (DE-588)4047710-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Informationsvermittlung |0 (DE-588)4161680-7 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Psychologische Kriegführung |0 (DE-588)4047710-1 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Kriegführung |0 (DE-588)4073817-6 |D s |
| 689 | 1 | 1 | |a Informationsvermittlung |0 (DE-588)4161680-7 |D s |
| 689 | 1 | |5 DE-604 | |
| 700 | 1 | |a Paul, Christopher |e Verfasser |4 aut | |
| 700 | 1 | |a Glenn, Russell W. |e Verfasser |4 aut | |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-015822913 | |
Datensatz im Suchindex
| _version_ | 1818964342845997056 |
|---|---|
| any_adam_object | |
| author | Helmus, Todd C. Paul, Christopher Glenn, Russell W. |
| author_facet | Helmus, Todd C. Paul, Christopher Glenn, Russell W. |
| author_role | aut aut aut |
| author_sort | Helmus, Todd C. |
| author_variant | t c h tc tch c p cp r w g rw rwg |
| building | Verbundindex |
| bvnumber | BV022616790 |
| callnumber-first | U - Military Science |
| callnumber-label | U27 |
| callnumber-raw | U27 |
| callnumber-search | U27 |
| callnumber-sort | U 227 |
| callnumber-subject | U - General Military Science |
| ctrlnum | (OCoLC)156785004 (DE-599)BVBBV022616790 |
| dewey-full | 355.4 |
| dewey-hundreds | 300 - Social sciences |
| dewey-ones | 355 - Military science |
| dewey-raw | 355.4 |
| dewey-search | 355.4 |
| dewey-sort | 3355.4 |
| dewey-tens | 350 - Public administration and military science |
| discipline | Militärwissenschaft |
| format | Book |
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| id | DE-604.BV022616790 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T12:59:36Z |
| institution | BVB |
| isbn | 9780833041562 |
| language | English |
| lccn | 2007028915 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015822913 |
| oclc_num | 156785004 |
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| owner | DE-12 |
| owner_facet | DE-12 |
| physical | XXVII, 211 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | RAND |
| record_format | marc |
| spelling | Helmus, Todd C. Verfasser aut Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus ; Christopher Paul ; Russell W. Glenn Madison Avenue Santa Monica, Calif. RAND 2007 XXVII, 211 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references Virtually every action, message, and decision of a military force shapes the opinions of an indigenous population: strategic communication, treatment of civilians at vehicle checkpoints, and the accuracy or inaccuracy of aerial bombardment. These of U.S. goodwill mean little if its actions convey otherwise. Consequently, a unified message in both word and deed is fundamental to success. Business marketing practices provide a useful framework for improving U.S. military efforts to shape the attitudes and behaviors of local populations in a theater of operations as well as those of a broader, international audience. Enlisting Madison Avenue extracts lessons from these business practices and adapts them to U.S. military efforts, developing a unique approach to shaping that has the potential improve military-civilian relations, the accuracy of media coverage of operations, communication of U.S. and coalition objectives, and the reputation of U.S. forces in theater and internationally. Foremost among these lessons are the concepts of branding, customer satisfaction, and segmentation of the target audience, all of which serve to maximize the impact and improve the outcome of U.S. shaping efforts. POLITICAL SCIENCE / International Relations / General bisacsh POLITICAL SCIENCE / Political Freedom & Security / International Security bisacsh Military art and science War Protection of civilians Kriegführung (DE-588)4073817-6 gnd rswk-swf Psychologische Kriegführung (DE-588)4047710-1 gnd rswk-swf Informationsvermittlung (DE-588)4161680-7 gnd rswk-swf Psychologische Kriegführung (DE-588)4047710-1 s DE-604 Kriegführung (DE-588)4073817-6 s Informationsvermittlung (DE-588)4161680-7 s Paul, Christopher Verfasser aut Glenn, Russell W. Verfasser aut |
| spellingShingle | Helmus, Todd C. Paul, Christopher Glenn, Russell W. Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation POLITICAL SCIENCE / International Relations / General bisacsh POLITICAL SCIENCE / Political Freedom & Security / International Security bisacsh Military art and science War Protection of civilians Kriegführung (DE-588)4073817-6 gnd Psychologische Kriegführung (DE-588)4047710-1 gnd Informationsvermittlung (DE-588)4161680-7 gnd |
| subject_GND | (DE-588)4073817-6 (DE-588)4047710-1 (DE-588)4161680-7 |
| title | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation |
| title_alt | Madison Avenue |
| title_auth | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation |
| title_exact_search | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation |
| title_full | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus ; Christopher Paul ; Russell W. Glenn |
| title_fullStr | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus ; Christopher Paul ; Russell W. Glenn |
| title_full_unstemmed | Enlisting Madison Avenue the marketing approach to earning popular support in theaters of operation Todd C. Helmus ; Christopher Paul ; Russell W. Glenn |
| title_short | Enlisting Madison Avenue |
| title_sort | enlisting madison avenue the marketing approach to earning popular support in theaters of operation |
| title_sub | the marketing approach to earning popular support in theaters of operation |
| topic | POLITICAL SCIENCE / International Relations / General bisacsh POLITICAL SCIENCE / Political Freedom & Security / International Security bisacsh Military art and science War Protection of civilians Kriegführung (DE-588)4073817-6 gnd Psychologische Kriegführung (DE-588)4047710-1 gnd Informationsvermittlung (DE-588)4161680-7 gnd |
| topic_facet | POLITICAL SCIENCE / International Relations / General POLITICAL SCIENCE / Political Freedom & Security / International Security Military art and science War Protection of civilians Kriegführung Psychologische Kriegführung Informationsvermittlung |
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